Shiseido Tsubaki Strategy: Delivering the Promise
1. Shiseido Tsubaki is one of the main products from the hair care market in Japan, being positioned as a luxury brand. Becoming soon after its launch a very desirable brand, the company succeeded in entering the nearby Asian markets, such as China or Korea. 2. By approaching the Eastern culture, promoting the Japanese beauty within a market dedicated to Asian population, Shiseido Tsubaki succeeded in transmitting to its targeted clientele (Japanese women) that “Japanese women are beautiful” (which was actually the slogan of the communication campaign). The strategy applied for advertising the product was memorable due to the presence of ...
